alexsandr vinograskiy
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Alexsandr VinograskiyTRANSCRIPT
21th of September 2012
Conference «Trade Mission in Ukraine »
Alexsandr Vinograskiy,
Specialist on projects promotion
of Western Division, Promodo
Similarities and differences between business promotion in the Internet
in Ukraine and the U.S.
About what?Search engine: the balance of power
Contextual advertising: a comparative cost of a visitor from the United States and Ukraine.
Social networks: the balance of power. Comparative cost of visitors from the United States and Ukraine.
Difference between techniques in SEO USA and Ukraine. The difference between allocation of budgets.
Browsers: the balance of power. Mobile internet users.
Case №1: SEO
Case №2: PPC
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Search engine : balance of Power in the U.S.
Market leader in the U.S. is Google with more than 66% of search queries (data from ComScore).
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Search engine : balance of Power in Ukraine
Search market in Ukraine is divided by two search engines - Google and Yandex
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Comparative cost of clicks from Google AdWords: U.S. and Ukraine
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Cost of click: Bing (USA), Yandex (Ukraine)
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PPC: The average cost of a visitor from the United States and Ukraine
Calculation formula: cost of a click in the search engine 1 (%) * the search engine 1 market share (%) + cost of clicks in the search engine 2 * the
search engine 2 market share (%)
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Keyword/Ключевое слово
The average cost of a visitor
from the United States, USD
The average cost of a visitor from
Ukraine, USD
Hosting/хостинг10,93 0,9
Domain/домен13,3 0,3
htc phones/телефоны htc2,17 0,56
cheap flights/дешевые авиабилеты2.29 0,57
Social network market in the U.S.
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Social network market in Ukraine
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Registration in network and its usage% from registered at least in one network
Data from interviewing online-panel by GfK Ukraine, №=444, November 2011 panel
Registered in the network, but don’t use it
Regular users of the network
Age distribution in social networks: Ukraine
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Registration in network by age of respondent% from internet users
Data from interviewing online-panel by GfK Ukraine, №=444, November 2011 panel
AgeTotal
Cost of Facebook user (USA)
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Cost of VKontakte user (Ukraine)
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Cost of Facebook user (Ukraine)
The cost of Ukrainian visitors from Facebook is almost 4 times higher than that of VKontakte user;
CTR ads in Facebook three times higher CTR similar ads in VKontakte.
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Conversion rate of VKontakte user
Conversion rate of VKontakte user fluctuates around an average number of 0.32 - 0.35%.
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Conversion rate of Facebook user
Facebook user conversion rate fluctuates around the average numbers of 0.42 - 0.45%, which is 10 percent higher than the Vkontakte user conversion rate.
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Difference in SEO-methods in the U.S. and Ukraine content VS links
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You still can jump into the departing train
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Browsers: the balance of power
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The distribution of the browser market in Ukraine
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Mobile Internet
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Use
Don’t use
Mobile telephone screen
Laptop with USB-modem
Laptop with mobile phone as modem
tablet PC
Case №1: SEO. Internal optimization. Intermediate result
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•Рост позиций и как следствие рост показов и кликов (за 2 месяца рост составил 80%):
•Рост трафика более чем на 20%:
Compiling the semantic core - about 450 hours of work;
Making technique requirements for case texts and recommendations for change meta tags on the
site;
The average cost of a text copywriters - $ 3.5/1000 letters.•Рост продаж более чем на 25%:
Growth of positions and, as a consequence, increase of displays and clicks. For two
months the increase was 80%.
Traffic growth of more than 20%;
Sales growth of more than 25%;
Кейс №1: SEO. External optimization. Financial results.
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•Рост позиций и как следствие рост показов и кликов (за 2 месяца рост составил 80%):
т трафика более чем на 20%:
Expenses: $ 43,420 for 6 months.
Traffic growth of more than 63%.
Earnings: $ 107,500.
•Рост продаж более чем на 25%:
Кейс №2: PPC.
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Traffic increase by over 19% when the budget by 0.84%;
CTR Growth of of more than 8%;
Кейс №2: PPC. Financial result.
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Revenue growth of more than 39%;
Growth in the number of transactions by more than 46%;
The growth rate of conversion of more than 22%.
Spent: $ 26 053. Income: $ 275,493.
5 important things
Number of Internet users increases, which creates a constant flow of new customers.
Internet penetration in Ukraine is far from complete. Market is experiencing "teenage" stage.
Due to relatively young age Uanet companies have no a really big weight in the search engines, no recognition as the leading players in the U.S..
The cost of the visitor, or contact, as in the search engines and social networks today remains low, especially compared to the U.S. market.
Entering even now the Ukrainian market it is possible for two or three years to become a major player in mainly in every industry with a relatively small investment.
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